Podcast Planning Processes

Tuesday PR Tip: How to vet a podcast opportunity Here's the five-step process I use to assess if a specific podcast is the right tactic for an announcement or thought leadership initiative. We all know podcasts offer a longer, unfiltered format to share information and tell stories. We saw it in the presidential campaign, but not all of us can (or want) to be on Joe Rogan, so what about all the other podcasts out there? How do you know if you’ve found the right show for your news or your executive? Here’s how I vet whether a podcast is *actually* a good opportunity: 🔎 Check the audience size (beyond vanity metrics) and distribution  Podcast downloads are tricky to measure, but tools like Podchaser help gauge reach. If the host claims “billions of listeners” but their show is only available on their website and the latest episode has zero comments… something’s off. 📢 Assess the guest list. Who else has been on? If the roster includes credible industry leaders, that’s a great sign. If it’s mostly the host’s friends and random self-promo entrepreneurs… probably a pass. 🔗 Look at promotion, and search for UGC. Does the podcast live only on Spotify, or is it also getting repurposed into blog posts, newsletters, YouTube clips, and social media? The more touchpoints, the better. Search across social platforms for mentions of the show—are listeners actively engaging with episodes, sharing clips, or discussing key takeaways? A podcast with an engaged audience is far more valuable than one that exists in a vacuum. 🎤 Listen to past episodes. Yes, this is time-consuming, but it’s called due diligence— and it’s your job as the PR professional. Try using Overcast.fm to remove the ums and ahs & listen at 1.5x speed. Pay attention to the tone and energy of the host. Do they ask insightful questions or just read from a script? You want a conversation, not a monologue. 🎯 Align the show's topic with your messaging goals. Finally, ask yourself: is this a fit for the spokesperson leading this news? Determine if the show's focus is relevant to your executive’s expertise. Just because it’s “business-themed” doesn’t mean it’s the right fit. If the show focuses on productivity and leadership advice, and your exec has product news to share or wants to discuss AI’s impact on the company, the mismatch could make for an awkward conversation. The best podcast interviews seamlessly connect the guest’s insights with the audience’s interests. What’s your biggest red flag (or green flag) when evaluating a podcast opportunity? Let’s compare notes.

If I was a VP of marketing at a B2B SaaS - here's exactly how I'd use a podcast to add $1M+ of pipeline by Q4 2025: I wouldn't view it as just another "marketing channel." I'd treat it as an pipeline machine that delivers qualified meetings, accelerates deals, and builds category authority all at once. Here's the exact playbook: 🎯 1. Build a show around your buyers' career evolution, not your product. Skip the generic "thought leadership" format that every B2B company under the sun is doing. Instead, create a show that helps your ICP look good to their boss, board, and peers: → If you sell to CISOs, host "The Security Evolution" featuring CISOs who've successfully navigated major transitions. → If you target RevOps leaders, create "Revenue Engine Architects" highlighting their strategic wins. → If you sell to CFOs, develop "Financial Transformation Leaders" showcasing their digital transformation stories. Your buyers become the heroes. You become their amplifier. 💰 2. Use episodes as account-based marketing weapons. Forget spray-and-pray content distribution. Each episode should open doors at 3-5 target accounts: → Research your top 100 target accounts. → Identify the rising stars and established leaders. → Craft personalized invitations highlighting why THEIR story matters. → Send episode clips to their entire buying committee post-recording. A $1K episode investment can unlock $250K+ in pipeline at enterprise accounts that were previously ice cold. (Make sure these target guests actually align with your podcast theme though) ⚡ 3. Transform interviews into lead-generating assets. One 45-min conversation should fuel 5+ conversion opportunities: → Package insights into (gated/un-gated) reports: "The [Industry] Leadership Playbook" requiring email capture. → Create assessment tools: Turn guest frameworks into "How do you compare?" self-assessments. → Host exclusive follow-ups: Private roundtables with your guest plus 5 target prospects. → Build implementation guides: Convert guest success stories into actionable playbooks. The podcast isn't the end product - it's raw material for your conversion strategy. Measure meetings booked, not views. 🔄 4. Use the show to accelerate deals already in your pipeline. Your podcast isn't just for new leads. It's a deal acceleration tool: → Share relevant episode clips with stalled deals. → Invite prospects who are "considering options" to be guests. → Create custom episode compilations for specific deals ("Here's how 3 leaders in your industry solved this problem"). → Develop ROI calculators based on guest outcomes. → Feature customers who switched from competitors your prospect is considering. Your sales team should be your biggest content distribution channel. --- 👇 Continue reading the full playbook in the comments (point #5, #6 & #7)

I’ve been thinking a lot about why some podcasts explode while most quietly die after 10 episodes. Over time, I've come up with a simple mental model to predict if your podcast is worth doing, and has high chances of survival - I call it: "The S-Factor of Podcasting" If you’re wondering whether you should start a podcast — and more importantly, whether it has a real chance of succeeding — you can boil it down to one formula: S = (A × V) ᶜ Where: A = Access What information, perspectives, or people do you have access to that others don’t? If you’re running a solo or dual-host show with no guests, this is usually close to 1, unless your lived experience itself is rare. V = Value This can be insight, entertainment, or ideally both. C = Charisma How engaging are you to listen to for long periods of time? Think of 0 as someone with the personality of wet cardboard, and 1 as the average person. Take Nikhil Kamath as an example. - Access: Extremely high — guests and insights most people will never hear elsewhere - Value: Consistently high signal conversations - Charisma: Clearly above average (>1) The result? A massively successful show. Now look at a non-educational example like Relationshit Advice. - Access: Strong, big names over the years - Value: Very entertaining, strong format - Charisma: Ronak + guests carry the show effortlessly Again, the outcome is obvious. The idea for this post actually came from stumbling upon a tiny podcast — under 1,000 subscribers — that I ended up binge-listening to. I watched all 17 episodes in two days, a big feat even for a podcast nerd like me What stood out? - Marketing insights I hadn’t heard anywhere else - Surprisingly funny, candid conversations - Two agency owners talking honestly about running agencies — the stuff that usually never leaves CXO rooms If you work in advertising, content, or marketing, and you’re tired of recycled LinkedIn wisdom, this is one of those rare finds. The podcast is The Living Room Podcast by Bo Dasgupta and Aditya Somaiya. If they stay consistent, I’m calling it early: This will be one of the best agency/marketing podcasts in 2026.

Your B2B podcast isn't a content play. It's a revenue machine. (If you use it right) 43% of B2B decision-makers prefer podcasts for consuming business content. But most companies treat their shows as brand awareness projects. Which is like buying a Ferrari and only driving it to the post office. I've produced over 1000 episodes across multiple shows. The difference between podcasts that generate leads and those that just create content comes down to strategy, not production quality. Here's what works: 1. Start with the sales conversation ↳What questions do prospects ask before buying? ↳What objections do they raise? ↳Build episodes that answer these exact points. Not what "sounds interesting." 2. Book guests who are your ideal customers ↳Not the biggest names. Not your friends. ↳Your perfect guests are people who match your buyer persona. ↳They become leads OR refer you to others. 3. Create episode assets, not just audio. One podcast becomes: ↳ Video clips for LinkedIn ↳Blog post for SEO ↳Sales enablement for outreach and MUCH MORE... 4. Use snippets in cold outreach ↳ "Thought you'd appreciate this 2-minute clip from our conversation with [COMPETITOR CEO]..." ↳ This converts 3x better than standard templates. ↳ Humans cannot resist taking that bait 5. Build the show for ideal clients, not mass audiences ↳ Would you prefer 10,000 random listeners or 50 perfect-fit prospects? ↳ Make your content hyper-relevant to your exact buyer. ↳ Specificity sells. HARD 6. Track attribution properly ↳ Most companies have no idea if their podcast drives revenue. ↳ Set up offer codes and landing pages for each episode. ↳ Use unique links and track them 7. Integrate with your sales process ↳ Your SDRs should know what episodes to send to which prospects based on their challenges. ↳ This warms conversations instantly. ↳ And sets you apart from your humdrum competition The data backs this up: - Podcasts lift brand awareness by 89% - B2B podcasts see a 58% conversion rate vs text content - 54% of podcast listeners consider brands they hear ❌ Your podcast shouldn't be a separate content initiative. ✅ It should be the centre of your revenue and authority strategy, connecting to your conversations, content, and outreach. Are you using audio as a strategic revenue channel or just making content? 📨 DM me, Kobi Omenaka, if you want to turn your existing podcast into a pipeline-filling machine (or launch one that doesn't waste your time). ♻️Repost this if you're tired of content that doesn't convert to revenue.

The fastest way to waste your marketing budget? Launching a B2B podcast without a clear strategy. I’ve been chatting with dozens of CMOs recently, and one theme keeps popping up—everyone wants a podcast. 🎙️ When they tell me this, the first thing I usually say is, "why a podcast?" You can imagine the confused look I get with this question. They know this is my arena—I’ve been helping brands strategically leverage podcasts since 2017. But the truth is, podcasts are just a tool. And tools should align with and support your objectives, not dictate them. And while podcasts can be a powerful tool, they are only powerful if they align with your larger demand generation and content strategy. So instead of jumping straight into media mode, I will instead ask a series of questions to clarify their goals and determine if a podcast is actually a good fit: 1️⃣ What are your company’s revenue goals, and how is your team contributing to them? 2️⃣ What marketing campaigns are you running right now? What’s working, and what’s not? 3️⃣ Do you have a list of your hardest-to-reach prospects and key personas? 4️⃣ How have you successfully engaged with these people in the past? 5️⃣ Are your deal sizes large (over $50K annually) and your sales cycles complex? 6️⃣ Do you need to influence multiple C-suite decision-makers? 7️⃣ Is brand/product top-of-funnel awareness an issue for your company? If you answered “No” to questions 3, 5, 6, and 7, a B2B podcast might not be the best fit for your strategy, no matter how fun it may sound! But if the answer is “Yes" to some of those questions, then a podcast could be a game-changer—as long as it’s thoughtfully integrated into your overall marketing strategy. A podcast shouldn’t just be another line item on your marketing plan. Done right, it becomes a strategic lever that drives impact across your entire organization. 🛑 So before you hit record, take a step back and ask... How does this tool drive measurable impact on our goals, and what’s the strategic plan to make it succeed? If you’re unsure, let’s talk—I can help you map it out. 👌

I realized that the best Superpath podcast episode ideas come from the community, not from us. So I've been following an (admittedly loose) process of teasing out discussions from the community that we can talk about on our show. 1. Notice a question comes up often in the community — a good signal that people care about the topic. 2. Share the idea with Jimmy Daly & Chloe Thompson (co-hosts) — I float the topic and see if it resonates with them too. If we're all virtually nodding along (or even better, we disagree with each other), we know it's episode-worthy. 3. Ask about it in the Superpath Slack community — I post the question to get an understanding of the "current state" of that topic. Sometimes I learn everyone is thinking along the same lines. Sometimes I learn everyone has a different experience. 4. Ask about it on LinkedIn — Sometimes I'll expand the net to get some extended viewpoints from folks outside our immediate circle. This also doubles as a bit of pre-promo for the episode and community, which is a nice bonus. 5. Prep the episode — I bin all the responses into themes and direct quote my favorite examples. It makes the episode richer and shows the diversity of thinking on the topic. 6. Record the episode — By this point, we're armed with real stories, different perspectives, and a clear sense of where the conversation should go. 7. Close the loop — When we publish, actually let people know we mentioned them. I need to get better at closing the loop here. If you've contributed to an episode and I haven't tagged you, my apologies. Consider this my public commitment to do better. I'd say this is all about the same amount of work as prepping episodes entirely on our own. But there's an added benefit from a business perspective: the Superpath Community (our product) and the Content, Briefly podcast (our content marketing) feel more connected in a closed loop. The line from content to customer becomes obvious. And I guess that's my job!

Some podcasts take forever to plan… and still flop. Some podcasts launch quickly… and perform. What’s the difference? Most people assume a great podcast is all about: → A studio → A big production team → Professional editors Not true. What you actually need is: → Knowledge of what your ICP care to know. → A clean workflow and AI tools to power it. → A hybrid PMM and editor mindset. When I launched my GTM Engineer School podcast, I gave myself 7 days and a $100 budget. Two weeks later, we had: → 10 episodes recorded → Clips formatted for every social feed → A repeatable system to keep distributing content Here’s our step-by-step playbook: Day 1: Define ICP, messaging, positioning Structure your target audience, value prop, competitors, so you know how to stand out in a crowded market. → Use Octave Day 2: Develop content pillars & core topics Based on your ICP and messaging, select 3–5 main podcast themes. Create sample episode questions under each theme. → Use Claude Day 3: Build guest list Scour your feed for trusted guest types. Share questions with them — same questions for each guest save you time and allow you to go deep on topics and extract common patterns for internal research. → Use LinkedIn Day 4: Record your first episodes You need high-quality audio/video, but not a full studio setup. If you record 30 mins episodes, you can record 4-5 in a day. → Use Riverside (or Zoom) Day 5: Upload episodes & generate clips Upload your episodes on Substack and YouTube. AI automatically creates show notes and metadata. → Use Substack / YouTube Day 6: Create clips and share on social Automatically creates and distributes clips for LinkedIn, Instagram, YouTube Shorts, and X — automatic captions and cross-channel bulk scheduling included. → Use OpusClip Day 7: Repurpose into SEO content Now you have a podcast and a library of content to fuel distribution — re-invest your time in turning transcripts into blog and newsletter articles. → Use Claude __ My biggest surprise wasn’t the tooling or the cost, but how quickly momentum built once we hit “record.” AI made the podcast cheaper, of course, but it also made the entire process possible for one person. __ What's your excuse for not starting your own podcast?

The ROI of Podcasting: How to Measure What Actually Matters. As a busy professional or organization new to the podcasting space, you might be wondering how you can measure what matters. That's why you have me. According to Dudley H. Peacock's The Wave Podcasting, "Podcast ROI (Return on Investment) is a measure of the financial gain or loss from investing in a podcast, expressed as a percentage of the investment’s cost." Now, measuring the Return on Investment (ROI) of your podcast is essential to understand its impact and justify the resources allocated. Here's how to assess what truly matters: ✅ Define Clear Objectives: Start by setting specific goals for your podcast. Are you aiming to increase brand awareness, generate leads, or establish thought leadership? Clear objectives provide a benchmark for measuring success. ✅ Track Key Metrics Monitor metrics that align with your goals: 👉 Audience Growth: Keep an eye on downloads, subscriber count, and unique listeners to gauge reach and engagement. 👉 Engagement Rates: Assess listener retention, episode completion rates, and feedback to understand content resonance. 👉 Website Traffic: Analyze spikes in site visits correlating with podcast releases, indicating increased interest. ✅ Evaluate Financial Impact For revenue-focused podcasts, calculate ROI using: ROI = (Sales Revenue – Podcast Expenses) / Production Time This formula helps determine if the financial gains justify the investment. ✅ Consider Intangible Benefits Podcasts offer non-monetary advantages: 👉 Brand Authority: Positioning your brand as an industry leader. 👉 Customer Loyalty: Building deeper connections with your audience. 👉 Content Repurposing: Utilizing podcast material across other marketing channels. While harder to quantify, these benefits contribute significantly to long-term success. ✅ Use Attribution Tools Employ tracking tools to link podcast engagement to specific actions, like website visits or product purchases, providing a clearer picture of your podcast's effectiveness. By focusing on these areas, you can gain a comprehensive understanding of your podcast's ROI and make informed decisions to enhance its impact. --- Have we met? My name is Anita Chinwendu O. and I am the founder of Nkem Creatives, a podcast service company that helps busy professionals and organizations start, stay consistent, and leverage podcasting. These ensure they connect more with their audience, establish thought leadership, and increase brand awareness and visibility. Let's connect ✅

Do your clients come to you with podcast ideas, but no clear strategy? Or maybe they already have a podcast, but it’s not tracking to their business goals? In this episode, Ashley Connell, CEO of Prowess Project, and Megan Dougherty, Co-Founder of One Stone Creative and author of Podcasting for Business, reveal how Online Business Managers can help clients not only launch podcasts, but also optimize and align them with measurable business outcomes. Megan will dive into her Business Podcast Blueprints framework, empowering OBMs with the tools to transform a client’s podcast into a results-driven asset. Tune in to learm: 1. Strategic Podcasting for Clients – Learn how to assess if a podcast is the right move for your client and guide them in creating one that aligns with their business goals. 2. Aligning Podcasts with Business Metrics – Discover how to take an underperforming podcast and refocus it to drive measurable outcomes like lead generation, client engagement, or brand growth. 3. Business Podcast Blueprint – Explore a proven framework that OBMs can use to help clients plan, launch, and track podcasts to ensure they align with overall business objectives. Join us to learn how you can offer strategic podcasting guidance to your clients and help them create shows that not only entertain but drive real business value. Tune in live for insights you can put to use immediately!